Iberia Club adds CINESA to its Avios loyalty programme
Mindera extends its scalable digital voucher system to push the leading Spanish travel reward scheme into new areas.
Mindera worked closely with the IAG Loyalty team to develop and implement the technology and deliver a seamless customer experience.
The challenge
Leading loyalty business IAG Loyalty, which manages the Avios reward currency, is always looking to add value to its client relationships and help grow customer reach. This includes increasingly developing offers beyond the travel space to broaden its rewards landscape.
To bring more value to members beyond travel, IAG Loyalty has expanded Iberia Club's leisure offering in Spain, introducing cinema rewards that allow members to enjoy discounts on movie tickets.
To bring this new offering to members, IAG Loyalty partnered with Spanish cinema chain CINESA, enabling Iberia Club members to both earn and redeem Avios across the brand's nationwide cinema network. Mindera worked closely with the IAG Loyalty team to develop and implement the technology required to support the partnership and deliver a seamless customer experience.
The solution
The project involved developing secure integrations between the Iberia Club and CINESA systems.
Mindera extended the Avios digital voucher platform it had previously developed for IAG Loyalty to support the launch of CINESA as a new Iberia Club partner. The enhanced solution enables members to redeem Avios for cinema tickets through a simple and seamless digital experience.
The project involved developing secure integrations between the Iberia Club and CINESA systems, adapting the voucher platform to support the new redemption journey, and delivering an intuitive customer interface across desktop and mobile. Close collaboration between Mindera, IAG Loyalty and CINESA ensured the solution was delivered efficiently and aligned with the needs of all stakeholders.
The results
Iberia Club members can now seamlessly redeem Avios for CINESA digital vouchers, providing a simple and convenient way to use their Avios for cinema tickets. The partnership expands the everyday value of Avios beyond travel, giving members more opportunities to engage with the programme through leisure experiences they enjoy.
By bringing together IAG Loyalty's vision for a broader rewards ecosystem and Mindera's technology expertise, the collaboration helps make Avios more relevant, accessible and integrated into customers' daily lives.
The addition of CINESA strengthens the Iberia Club partner ecosystem, providing members with more ways to earn and redeem Avios.
The partnership creates additional opportunities for Iberia Club members to engage with the programme, with customers earning three Avios for every euro spent through cinesa.es. By extending Avios into the cinema category, IAG Loyalty continues to broaden the currency's appeal beyond travel, making it more relevant to members' everyday spending and leisure activities. The addition of CINESA also strengthens the Iberia Club partner ecosystem, providing members with more ways to earn and redeem Avios.
“We are thrilled to announce this new collaboration for our members in Spain, offering another way to easily accumulate Avios in their daily lives,” said Julio Marchena, Head of Partnerships Spain and Latin America at IAG Loyalty.
“However, this partnership goes a step further, as it also gives members the opportunity to redeem their Avios for movie tickets with CINESA, while we continue to expand the value of Avios beyond travel, rewarding experiences as well.”
With the addition of CINESA, we continue to expand the Iberia Club ecosystem with value propositions that respond to the real interests of our members.
Pepe Palma Cane, Head of Iberia Club
Pepe Palma Cane, Head of Iberia Club, added: “With the addition of CINESA, we continue to expand the Iberia Club ecosystem with value propositions that respond to the real interests of our members. Our goal is to offer increasingly more opportunities to earn and use Avios easily, integrating the programme into their daily lives and reinforcing its usefulness beyond travel.”
Commenting further on the new partnership, Ramon Biarnés, Managing Director for Northern and Southern Europe at CINESA, said: “Culture and travel are two elements that fit together naturally, so we believe Avios users will be able to take full advantage of this collaboration. We hope to bring the best cinema and the best theatre experience to those accustomed to living life to the fullest.”
Contact our Travel and Transport team to discuss growing loyalty among your customer base.
Read our case study about establishing the Avios digital voucher system.
About Mindera
Mindera is a global consulting and engineering company with 1100+ people, delivering technology solutions across 9 locations — from Brazil to Australia. We work across diverse industries, from Fintech to the Public Sector, offering services in Data, AI, Mobile, and more. We partner with our clients, to understand their customer journeys, their product and deliver high performance, resilient and scalable software systems that create an impact in their users and businesses across the world.